The Boston Breakers didn’t die for this.
Six years after the Breakers, the previous attempt at an NWSL club in Boston was shuttered, its players scattered via a dispersal draft, and a history stretching back to the wake of the 1999 World Cup and the rise of WUSA brought to a sad conclusion, The second attempt at a first-division franchise has its new name and club colors.
The 15th NWSL team, announced in September 2023 as one of two expansion teams joining the league in 2026, will be called BOS Nation FC . The ownership group announced the name and club’s colors via a marketing campaign centered on the idea of ”Too Many Balls.”
Tuesday’s launch was official confirmation of a report from CBS’s Sandra Herrera that had dropped Monday to much immediate and overwhelmingly negative reaction, including by some who called the “Too Many Balls” campaign transphobic.
But no one could have been prepared for the announcement video.
Entering: BOS Nation FC ⚽️
Thank you @Patriots , @RedSox , @NHLBruins , @celtics , and @NERevolution. The next chapter of Boston sports starts now 💪 pic.twitter.com/2DMtsvUc7k
— NWSL Boston (@NWSLBoston) October 15, 2024
Someday, they’ll study this team launch as a case study of what not to do in marketing classes. They’ll run that…
